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Bentley Pins Recovery Hopes on New Auto Models

The premier automaker, owned since 1998 by German auto giant Volkswagen AG, did suffer its share of the global economic downturn, but in the Middle East it finished the year with just a six per cent decline in sales, compared with an average of over 20 per cent drop for the auto industry globally.

“2009 remained a strong year (in the Middle East) and our second best record ever at 565 units,” Chris Buxton, Regional Director of Bentley Motors for Middle East, Africa and India, told Khaleej Times in an exclusive interview. “The UAE saw a slight downturn and closed at around 140 units compared to 219 in 2008,” he said.

Buxton said, “We believe the market will improve and in conjunction with the launch of Supersports and Mulsanne we hope to grow our business in 2010.”

Bentley enjoys up to 15 per cent market share in the luxury car segment in the region, Buxton said, adding: “The Continental Flying Spur and Flying Spur Speed account for over 50 per cent of Bentley sales across the region and as such gain the largest market share in the sectors we compete in.”

The company launched Continental Super Sports late last year, and it arrived in the region last month. The Series 51 design interpretation of Continental GT will also hit the showrooms during the first quarter.

“The biggest events for us will be the arrival of the Bentley Mulsanne, which was launched at the Dubai Motor Show 2009 and will arrive in region around September 2010,” he said, adding: “Interest is very high for Mulsanne and so far we have over 100 orders for it.”

In the UAE, the company opened a big service facility in October last year in Abu Dhabi and a new showroom is also in pipeline for this year.

Buxton said that the company will continue to invest in both sales and after-sales services across the region and will open new showrooms in Beirut and Cairo this year. It will also unveil a new showroom in Dubai Marina shortly. In the past three months Bentley opened refurbished showrooms in New Delhi and Mumbai.

Saudi Arabia is the second biggest market for Bentley in the world by volume while Lebanon is growing fast though its volume is still very tiny. Younger population accounts for bigger share in the region, he said.

Bentley prides itself as one of the world’s few manufacturers of handcrafted motor cars. It uses only one robot at its factory while most other automakers have moved on to virtually human-free manufacturing. Explaining the reason Buxton said, “We have only one robot on manufacturing plant to lift heavy pieces because we believe people can deliver better quality. Human eye and human touch is still better than robot.”

Continental Supersport

Bentley’s new Continental Supersport Convertible will be faster and more powerful than any open-top car the famous marquee has ever produced before. It will be capable of dispatching 0-60mph in 3.9 seconds and has a top speed of 202mph. Power will be distributed to all four wheels by a ZF automatic gearbox with rapid-fire gearshifts.

Mulsanne

The design of the Mulsanne, Bentley’s new flagship, is a compelling fusion of sportiness, solidity and coach-built elegance — created on a grand scale. Its sweeping bonnet and long overhang convey a sense of power and movement, enhanced by the muscular haunches and sharply sculpted lines flowing gracefully from the front wings to the rear.

abdulbasit@khaleejtimes.com